An analysis of national image communication strategies of Chinese corporations in the context of one-belt-one-road

In this study, we examine how Chinese private corporations functioned as national image communicators in the context of the one-belt-one-road (OBOR) initiative. In exploring the role that business organizations can play in strategic national image communication, existing literature has shown the importance of expanding the scope of national image communication, and the conceptualization of strategic communication activities. In order to examine the broad conceptualization of national image communication carried out by corporate communicators, we selected a purposive sample of eight Chinese corporations with active business operations in the OBOR area. We conducted in-depth interviews and small focus group discussions with management personnel that influence corporate communication strategies. In our analysis, we delineated a set of features of OBOR as the context of China’s national image communication, and examined some key characteristics of private enterprises as national image communicators. We identified several key national image communication strategies: (a) products and services as the main medium of national image communication; (b) strategic detachment from the state discourse; (c) developmental discourse at the center of understanding the relationship between the Chinese corporation and the local community; and (d) the strategic role of the individual in cross-cultural communication.